The importance of the Brand in Inbound Marketing The importance of the Brand in Inbound Marketing

[Dimaeiya333]

One of the elements that is becoming increasingly important in the technology sector is the brand of a product or service. The brand allows us to identify the product or service and differentiate it from the competition, which we already talked about in our previous article on Inbound Marketing . Therefore, the brand intervenes in the definition of the product or service and has a great impact on our Inbound Marketing strategy .


One of the main elements of the Inbound Marketing methodology is to transmit confidence to our visitors, users and prospects by showing our Expertise, defending Valuable Content and Personalization through emailings in automated Workflows.

The brand will have a significant influence on creating a relationship of trust between our company and our future clients much more quickly if we have built one that provides added value to all our actions. It will speed up the path through the Sales Funnel.

This is because the brand incorporates aspects such as Prestige and Security into the product or service. The concept of a brand is complex and important, since it involves several terms that we must differentiate in order to know how to implement it in our Inbound Marketing strategy :

Brand: A brand that is specific to a name, term, symbol, design or combination of these. The objective is to identify a company's services and products to differentiate them from the competition.
Brand name: These are the words that make its pronunciation possible, that is, the phonetic part.
Logo: The symbol or graphic that allows for location and identification.
Trademark: A legally protected trademark so that, for example, a technology manufacturer can use it exclusively.
The Brand must be designed to be easily recognized and create positive engagement with users and consumers. It must be part of our entire Look & Feel and be present in all our content such as infographics, Whitepapers, Datasheets and eBooks that we offer within our Content Map of the Inbound Marketing methodology .

This will allow users to recognise us when they browse the Internet looking for information about other competing companies or similar services. It will be easier for them to remember us and keep us in their mind before the competition when they are in the decision phase of the Buyer Journey .

The Brand Image in the Buyer Persona of our Inbound Marketing
A brand's image is the personality or meaning through which consumers and users describe, remember and relate to it. A brand can be known by the types of customers who buy it, the way it is used and how it is advertised on the Internet. Therefore, we must think about our Buyer Persona and our Inbound Marketing strategy at all times.

Often, the meaning of a brand is not unique, but rather the brand has various connotati cfo email database ons referring to the physical attributes and applications of a product and even where it is marketed. Therefore, it is important to plan and design a brand capable of creating an adequate idea about the product, service or its use.

The so-called influencers can help accelerate the recognition process of a brand and provide benefits to it. The exclusivity that some Partners, Wholesalers or Manufacturers grant to a product or service can also reaffirm our brand if they make it viral along with our strategic Inbound Marketing content through their social profiles or include it in their Newsletters, for example.

One of the characteristics of a good brand is that it does not use generic names. However, certain brands have achieved such a high level of acceptance that they have come to replace the generic name of the particular product or service and have inspired trust.

In the technology sector, names based on Anglo-Saxon terminology reign supreme, so it is important that the brand is easy to pronounce. We have all assimilated foreign terms as long as we do not have difficulties when repeating their name. Otherwise, the brand is distorted and does not remain in the memory of users.

As we have discussed, the brand of a product or service must be part of its creation, it must be created with the competition in mind, in providing added value and appearing in all our valuable content and Look & Feel to make it easier for users and potential customers to remember it and choose us over the competition by applying an effective Inbound Marketing methodology .